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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Misusing Research

Research is intended to provide information to make decisions and strategically influence the programs you design or implement based on new insight. It is not intended to substantiate a given position. If the research you conduct contradicts your prior data, you must be open to reevaluating your results.

Research helps you not only target and design the website for the right people, it also helps you to predict the chances that a particular customer will purchase future products. Synthesizing the right insight from customers is an art that requires careful analysis to extract the nuggets to motivate people to purchase. Success depends on the questions you ask and how you ask them.

Grouping individuals into arbitrary categories ...

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